I know you are here to find out what it takes to conduct a successful lead generation campaign, but before we dive into that, let’s make a quick look at the definition of terms to make sure that you are on board with this topic.
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The Lead Generation Campaign Process
A qualified lead is a prospect that meets all of your firm’s qualifications and criteria necessary to be considered more likely to become a buyer. A lead generation is when a consumer expresses interest or inquiry about the products or services of your firm.
A lead generation campaign is a process of capturing and stimulating interest in a service or product for the purpose of developing your leads. This strategy involves incorporating media sources with special features, discounts, and offers to entice inbound leads.
Nurturing is the process of converting cold leads into hot leads. This can be done through frequent communication until they are ready to be contacted by someone from your business development team.
Now that you are on board, let’s dig into the ways of making a successful lead generation campaign.
1. Identify a campaign objective
When you started your business, you identified a goal and a target market for your company. Let this goal and audience be associated with how you determine your campaign objective. This makes it easier for you to align your goals, stay on track, and achieve them.
You can make your objectives very specific like the number of leads expected or revenue per lead.
2. Asses and choose your campaign target
Your campaign target may come from your previous or current list of contacts. You also have the discretion to focus on an entirely new target group for your lead generation campaign. Either way, make sure you have identified who those groups are and what they’re looking for or are interested in so that your firm can answer with content.
3. Set your media outlet
Because of the latest technology, there are different media outlets for you to choose from. This ranges from email marketing and social media to eBooks and guides. It was reported that firms generating more than 60% of their leads online are twice more profitable than their competitors. A great strategy to use to generate more leads includes email marketing or hosting podcasts and webinars to your clients.
4. Formulate an offer
Once again, a lead is a prospective client who has peaked interest in your firm’s product or service. In order to identify these potential leads in your list of contacts, you may want to send out an offer. This could be a free download to an e-book guide, free kits, registration for a free webinar and the likes. When the lead responds to this offer, their information is recorded. That is how leads get pulled into your lead generation campaign. This is where you will continuously nurture your leads until they are ready to close a deal.
5. Plan out your communications strategy
Communication should always be present and must be a part of your lead nurturing process. You need to keep them engaged with your content and brand. One way of doing that is by strategizing how to respond to your leads. What kinds of materials will you share? Who will initiate contacting your clients? Will you do it personally or will you hire a lead generation specialist? You also need to draft and update your campaigns to determine what your proposals will look like.
Having a successful lead generation campaign does not happen overnight. You need to understand what your market needs and where your firm wants to go in the long-run and include that in your campaign.